About Us

In Arabic, the word "Helwaa" (حلوة) means "beautiful" or "lovely."
emphasising our brand's commitment to creating beautiful and elegant abayas.

Our brand name reflects our devotion to providing abayas that are a perfect blend of modesty and beauty, appealing to those who value both aspects in their attire.

At Helwaa London, we are passionate about celebrating the beauty of traditional Islamic fashion. We understand the significance of the abaya, not just as a garment but as a symbol of cultural identity, faith, and self-expression.
Our journey began with a simple yet profound vision – to provide women with a platform to embrace their individuality in style, while upholding the values of modesty and grace.

Our abayas are more than just clothing; they are a canvas for self-expression. We believe that fashion can be both stylish and respectful, and that's exactly what we offer.
Each abaya in our collection is meticulously designed to blend contemporary fashion trends with the timeless appeal of traditional Islamic attire.